The UC ANR brand is the set of perceptions, emotions, and experiences that come to mind when people think of our organization. This section of the Communications Toolkit provides guidance on how to communicate about UC ANR and its sub-brands in a way that builds brand recognition and protects brand equity.
What Is the UC ANR Brand?
A brand is not a logo. Logos are used to visually communicate brands in a memorable way, but they are not "the brand." Our brand promotion efforts seek to positively influence perceptions and promote greater awareness of UC ANR's value throughout the state.
Because we all represent UC ANR in locations across California, it is everyone's job to strengthen the overall brand. We do this by presenting consistent, credible, and authentic messages about how we benefit California. Every type of communication we craft — presentations, web pages, publications, social media posts — is an opportunity to grow brand awareness and positive sentiment for UC ANR. Brand recognition is especially important for outreach to elected officials, prospective funders and donors, and prospective employees.
Watch a short orientation video about the UC ANR brand
What Is a Logo and Why Do You Need One?
A logo is a visual symbol of an organization used for identification and recall. Logos should be memorable, simple, and timeless. Organizations with complex brand architectures often use wordmark versions of logos to eliminate visual clutter in co-branding.
Follow the visual style guide to properly brand your materials.
Brand Promise
A brand promise is a statement of what stakeholders and end-users can expect from our educational content, programs, and services. The UC ANR brand promise is:
We share UC research-based information and practices with local communities to improve their lives and livelihoods.
Brand Personality
The UC ANR brand personality traits reflect how people view the personality of our organization. They are derived from market research, studies conducted by UC ANR and the University of California Office of the President (UCOP) in 2007 and 2013, and a comprehensive brand audit conducted in 2022. These traits should inform the tone and look and feel of all communication materials across programmatic sub-brands and the parent brand.
- Connected
- Trusted
- Helpful
- UC research-based
- Service-minded
- Community-centered
- Solution-focused
Examples of Brand Personality in Messaging
Connected: While UC ANR has a range of academic and program personnel, success is built around our many partnerships across the state. UC ANR partners with state, federal, and county agencies, nonprofit and private organizations, community colleges, California State University campuses, and each of the 10 UC campuses to conduct research and translate findings into practice at the local level.
Solution-focused: UC ANR programs assist communities, farmers, and ranchers in implementing climate-smart soil and water management practices, reducing greenhouse gas emissions in forested and working landscapes, and expanding public awareness of climate risks and effective adaptation strategies.
Do you have questions about branding? Contact Strategic Communications.
